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ABSTRACT
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1984, Farris and Reibstein argue that carefully controlled test market experiments, especially split cable tests for new products, can ‘overcontrol’ the environment and hence may mismeasure (and under-estimate) the effects of advertising. This is because advertising has a peripheral effect on distribution and availability. The authors attempt to assess the bias, that could lead to overfunding subsequent advertising.
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